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Case Study
Building Brand Trust and Reach Through Influencer Marketing
Client
University of Cincinnati Online
Industry
Higher Education
Goals & Objective
Build brand equity by increasing brand trust and authenticity, expand their reach to a warmer, more engaged audience, and impact the entire marketing funnel positively.
The Challenge
Recent influencer marketing studies revealed that 61% of consumers trusted recommendations from influencers on social media, while only 38% trusted content from brands. UCO recognized this shift in behavior & the need to adapt to enhance their brand's reputation. They lacked content that fostered brand trust, making influencer marketing a prime opportunity to achieve higher brand equity.
The Strategy & Solution
With access to a vast database of over six billion influencers, our strategy focused on utilizing a discovery platform to identify users with highly engaged audiences that aligned with UCO's brand identity.
By focusing on cultivating relationships with influencers aligned with UCO's brand image, we facilitated the growth of overall brand awareness. This approach generated more impactful results throughout the marketing funnel, including increased traffic to the website at a lower cost.
PROJECT ELMENTS
The project encompassed social media campaign executions on platforms including Instagram, TikTok, and YouTube.
REACH ACROSS ALL CHANNELS
2,229,580
ENGAGeMENTS
11,001
VIDEO VIEWS
206,728
The Results
These results showcased the tangible impact of influencer marketing on brand trust, reach, and engagement. By strategically partnering with influencers, UCO successfully positioned itself as a trusted and influential presence in the online higher education landscape.
By embracing these principles, University of Cincinnati Online not only achieved its objectives but also set a benchmark for building brand trust and reach through influencer marketing in the higher education sector.
40% increase in website users & sessions
Mobile traffic increase with influencer activation
Organic engagement rate 2x higher than the brand
The Takeaways
Consumer Trust Adaptation
As consumer trust evolves, brands should adapt their strategies to leverage trusted voices within their networks.
Influencer Partnerships
Collaborating with influencers who align with your brand values can significantly enhance brand trust and authenticity.
Marketing Funnel Impact
Influencer marketing can have a far-reaching impact, from increasing brand awareness to driving website traffic and engagement.
Mobile-First Strategy
Capitalizing on influencer activations can lead to substantial spikes in mobile traffic, catering to the preferences of today's digital audience.